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CUSTOMER SATISFACTION IN MOBILE PHONE
SERVICES IN BANGLADESH: A SURVEY RESEARCH
Assistant Professor Mohammed Belal Uddin
Comilla University, Bangladesh
Email: [email protected]
Assistant Professor Bilkis Akhter
University of Dhaka, Bangladesh
Email: bilkis_akhter@ yahoo.com
Abstract:
This study seeks to explore customer satisfaction and its influencing factors
of the mobile phone operation industry in Bangladesh. Data were collected
through a questionnaire survey form a diversified representative sample. An
iterated factor analysis with principal component analysis (PCA) and
structural equation modeling (SEM) including measurement model and
structural model were applied to analyze data. The empirical results
demonstrate that service quality and fair price have indirect influence on
customer satisfaction of a mass service industry (i.e., mobile phone
operators) through perceive value. Perceived value has mediating role
between quality, charge fairness and satisfaction. Furthermore, result shows
that fair price has positive direct impact on customer satisfaction, whereas,
the results did not find any significant direct impact of service quality on
customer satisfaction.
Mobile phone operators are recommended to
formulate operations and marketing strategies that focus on expectations of
customers to enhance level of satisfaction. Similar industries may reveal
similar relationship features in respect to these relationship constructs, if they
are under similar category.
Keywords: Service quality, Price, Perceived value, Customer satisfaction,
mobile phone service
Introduction
Mobile phone services are the fast
growing services in telecommunication
industry in Bangladesh. This sector is
showing an inspiring growth in last few
years. Land phone market has no
competency to compete with mobile
phone market. Land phone market
faces some problems such as weak and
inadequate infrastructure, corruption,
long procedures, limited income of
consumers etc. It is expected that
Bangladesh will be the third biggest
telecom market in Asia after China and
India (Hasan, 2008). But mobile phone
service charges in Bangladesh were
high before 2005 because of weak
regulatory
systems,
restricted
openness, and concentrated market
orientation. Effective regulation, more
openness, and entrance of competitive
firms including launching a new stateowned mobile phone service company
foster competition in this sector since
2005. It is assumed that, currently the
number of mobile phone subscriber is
more than 46 million and expected it will
cross 60 million by 2012 (Hasan, 2008).
Telecommunication sector of a
country can tremendously affect the
society with different products and
services which is also true for
Bangladesh. In Bangladesh, mobile
phone operators are contributing a lot
Management&Marketing, volume X, issue 1/2012
with their services by the creation of
value
to
the
society.
Citycell,
GrameenPhone,
Robi
(Aktel),
Banglalink,
Teletalk
(state-owned
company), and Airtel(Warid) are the
mobile phone service providers in
Bangladesh.
Citycell
(Pacific
Bangladesh Telecom Limited) is the first
mobile phone operator of Bangladesh
which, obtained a license in the name
as Bangladesh Telecom Limited (BTL)
to operate cellular, paging, and other
wireless communication networks in
1989 and in 1990 a joint venture
Hutchison Bangladesh Telecom Limited
(HBTL) was incorporated. Citycell
started its commercial operation from
1993.
Ministry
of
Posts
and
Telecommunications of Bangladesh in
November 28, 1996 gave license to
Grameenphone and in March 26, 1997
Grameenphone launched its service.
Grameenphone has built the largest
cellular network in the country and
introduced the pre-paid service in
September 1999. Telecom Malaysia
International (Bangladesh) commenced
its operation in 1997 under the brand
name Aktel which is a joint venture
company between Axiata Group
Berhad, Malaysia and NTT DOCOMO
INC, Japan. The company changed its
brand name Aktel with the brand name
Robi on 28th March, 2008. Under the
Companies
Act,
1994,
Teletalk
Bangladesh Limited (the “Company”)
was incorporated on 26 December,
2004 as a public limited company.
Bangladesh Government sponsored the
company. In February 2005, Banglalink
entered the telecommunication sector of
Bangladesh and it became one of the
fastest growing mobile operators. In
July 2007, a joint venture between Abu
Dhabi Group & SingTel Group named
as Warid Telecom started its operation
in Bangladesh. Later on its ownership
has changed and now it is providing
service with the name Airtel. All of these
mobile phone operators in Bangladesh
are competing with each other to
capture a major portion of market share
21
which is about 56.36 million
subscribers.
Mobile phone operators provide
voice service and value added services
including SMS (short message service),
MMS (multimedia message service),
ringtone, games, electronic transaction,
and
web
browsing
etc.
The
improvement
of
service
quality,
perceived value, and satisfaction ensure
customer loyalty (Kuo et al., 2009; Lai et
al., 2009; Wu and Liang, 2009). These
are the key source of success in the
business and competitive advantage.
Besides, voice services proving value
added services are becoming great
prospect for mobile phone service
providers. Since the studies regarding
service
quality
and
customer
satisfaction issues in telecom industry is
limited and there is no available
measurement scales for service quality,
especially in Bangladesh, this study
attempts to design the measurement
scales for factors affecting customer
satisfaction
and
for
customer
satisfaction itself. The objectives of this
study are firstly, to recognize the
influencing
factors
of
customer
satisfaction
and
post-purchase
intentions. Secondly, to examine the
interrelationship between customer
satisfaction and influencing factors of
satisfaction such as service quality,
price, and perceived value. The result of
this study has managerial and academic
implications. Managers of mobile phone
service providers can use the findings
as sources of reference to manage their
business and improve their service
quality, and academicians can use the
finding for application of service
marketing field and further extension of
this topic or related topics.
The rest of the paper is structured
as follows. The next section provides
the
theoretical
background
and
hypotheses (see Figure-1) of the study.
The following two sections outline
research
methodology
and
offer
statistical analysis and major findings of
the study. The last section presents
22
Management&Marketing, volume X, issue 1/2012
discussion,
theoretical
and
managerial implications, limitations of
this study, and guidelines for further
study.
Theoretical background and
hypotheses development
the utility of that product or service
comparing with expectation. Recently
marketing researchers and managers
are focusing on value perceptions as a
key strategic component to explain
customer satisfaction and loyalty (Lin
and Wang, 2006). To assess value
perception
customers
consider
perceived benefits relative to sacrifice
(Lee et al., 2007). Except monetary
sacrifice perceived value assessment
includes
social
psychological
perspective and non monetary costs
such as search cost, transaction cost,
negotiation cost, and consumption of
time (Kuo et al., 2009; Chen and Tsai,
2008). Purchasing some goods or
services sometimes has some meaning
that increases social status as well as
value of the customers in the society.
Customer desire to obtain or retain of
any product or service is reflected by
value perception. Value perception
deals
with
the
agreement
of
performance of product or service and
the value system of customer (Neap
and Celik, 1999). Thus, perceived value
is a consumers’ evaluation of perceived
benefits with expectation and sacrifice.
Service quality
Service quality is the gap between
customers’ expectation and actual
performance of a service (Parasuraman
et al., 1985; 1988). Mentioning five
dimensions
such
as
tangibility,
responsiveness, reliability, assurance,
and empathy; Parasuraman et al.,
(1988) developed the SERVQUAL
model. The conceptual framework and
measurement method of this model
have been heavily criticized by several
scholars. In 1992, the alternative
method, referred to as SERVPERF, was
proposed by Cronin and Taylor. They
argued that, to assess service quality,
perception of customers regarding the
performance of service provides better
results than using SERVQUAL. Along
with other researchers in 1994,
Parasuraman et al. also mentioned that
measurement
method
using
SERVPERF is better than using
SERVQUAL, though SERVQUAL can
provides better diagnostic results of
service quality. Service quality has a
distinct constructs and distinguish
features for different services. For
instance, website service quality
depends on usability, usefulness of
content, adequacy of information,
accessibility, and interaction (Yang et
al., 2005). On the other hand, Kuo et al.
(2009) proposed four dimensions of
service quality of mobile value-added
services including customer service and
system reliability, navigation and visual
design, content quality, and connection
speed. Thus, this study will concentrate
on perceived service quality of mobile
phone services in Bangladesh.
Perceived value
Value is the quality or expectation
in mind. Perceived value is the
customers’ psychological assessment
regarding the product and service about
Relationship between service
quality and perceived value
With the consumption of any
product or service customers have
some benefits expectation based on
their advance sacrifice of resources.
Perceived value is the appraisal of the
expected
benefits
with
actual
performance of the products or
services. Several scholars examined
association between service quality and
perceived value in their studies
(Hutchinson et al., 2009; Kuo et al.,
2009; Lai et al., 2009; Wu and Liang,
2009). They found high service quality
is correlated with high perceived value.
Experience about service quality
positively and significantly persuade
perceived value of a customer (Chen
Management&Marketing, volume X, issue 1/2012
and Chen, 2010). By studying luxury
hotel-restaurant industry in Taiwan Wu
and Linag (2009) stated that, to
increase customer experiential value
hotel managers should emphasize on
three quality aspects including service
environment,
employee
service
performance, and interaction with
clients. Therefore, there exists a
positive relationship between service
quality aspect and experiential well as
perceived value. Kuo et al. (2009), Lai
et al. (2009), and Turel and Serenko
(2006) studied relationship between
service quality and perceived value
along with other constructs in mobile
phone service industry and found
service quality positively motivate
perceived value. Having influencing role
of service quality also is an antecedent
of value perceptions (Hutchinson et al.,
2009). Thus, there is a positive
relationship
between
customer
perceptions of service quality and value
perceptions, and service quality is the
best predictor of perceived value. So,
we posit:
H1: Service quality has positive
influences on perceived value in mobile
phone services.
Customer satisfaction
Customer satisfaction is the
authentic expression of the status of
satisfaction will differ from person to
person
and
product/service
to
product/service and is an appraisal of
how products and services of a
company meet up or exceed customer
anticipation.
Satisfaction
is
the
consequence of a number of both
psychological and physical factors
which associate with satisfaction
behaviors. Kotler (2000) defined
satisfaction as: “a person’s feeling of
pleasure or disappointment resulting
from comparing a product’s perceived
performance (or outcome) in relation to
his or her expectations”. Hokanson
(1995) focuses on different factors
affecting customer satisfaction and the
23
factors are responsive employees,
well-mannered employees, educated
employees, cooperative employees,
correctness of billing, billing relevance,
competitive pricing, service feature,
superior value, billing transparency and
fast service. Alternative options and
products/services available for a
customer may create differences in
satisfaction level. Organizations can
accomplish customer satisfaction by
satisfying their customers’ needs and
wants (La Barbera and Mazursky,
1983).
Customer
Satisfaction
is
customers’ collective conception of a
firm’s service performance (Johnson
and Fornell, 1991). In case of mobile
commerce, customer satisfaction is
customer’s post-purchase appraisal and
emotional response or reaction to the
overall product or service familiarity in a
mobile commerce environment (Lin and
Wang, 2006).
Relationship between service
quality and customer satisfaction
Customer satisfaction literature
discusses about satisfaction model in
marketing. According to the satisfaction
model
customer
satisfaction
is
influenced by service quality. When
customers get expected service quality,
it
leads
to
higher
satisfaction
(Hutchinson et al., 2009). The difference
between customers’ expectations and
the real performance is reflected as
perceived service quality. The higher
perceived performance has a positive
association with higher perceived
service quality. And expectation has a
negative relationship with perceived
service
quality.
So,
perceived
performance has direct and positive
relationship with satisfaction (Chen,
2008). Tourists’ perceived experience
quality
influences
positively
and
significantly both perceived value and
satisfaction, in the tourism context
(Chen and Chen, 2010). In the
telecommunication context, service
quality implies network quality which
includes clarity of voice reproduction,
24
Management&Marketing, volume X, issue 1/2012
indoor
and
outdoor
coverage,
smoothness of connectivity along with
effective delivery of other value added
services (Gerpott et al., 2001). Service
quality is the determinant of customer
satisfaction (Cronin and Taylor, 1992)
and by ensuring good service quality;
telecom operators can enrich customer
satisfaction (Kuo et al., 2009). A positive
behavioral intention is the refection of
satisfaction that is also influenced by
service quality. A negative intention is
the outcome of dissatisfaction that may
arise from experiences of customers
regarding
service
quality
issue
(Zeithaml et al., 1996). Gerpott et al.
(2001), Kim et al. (2004), Kuo et al.
(2009), and Lin and Wang (2006)
studied telecommunication customer
satisfaction aspects in Germany, Korea,
Taiwan, and Taiwan respectively and
found the positive relationship between
service
quality
and
customer
satisfaction. Thus, we propose:
H2: Service quality has positive
influences on customer satisfaction in
mobile phone services.
Price
In finance price is termed as the
amount of payment requested by the
seller of goods or services. The ratio
between two products exchanged
quantity is defined as price from
economic point of view. Price is
determined by several factors such as
willingness of the buyer to pay,
willingness to accept, costs, markup,
legal
environment,
intensity
of
competition price substitute products
etc. For different product/brand quality
price also varies and price has influence
on economic performance of a product
or brand quality (Etgar, 1981). Price
fluctuations in many service industries
results in price-performance and the
level of price-performance stability
moderates the relationship between
performance potential and successive
performance
and
satisfaction
judgments. For consistency in price and
performance, potentials have an
incorporation effect on performance and
satisfaction
judgments
and
for
inconsistency potentials have no effect
on performance and satisfaction
judgments (Voss et al., 1998). The
perceived price fairness related to
different levels intangible services has
direct or indirect effect on customer
loyalty in case of banks, auto repair and
maintenance shops, and (gasoline)
filling stations (Lien and Yu-Ching,
2006). Consumers' knowledge of prices
may be affected by economic
environmental factors such as interest
rates, unemployment, inflation, country
of study, and passage of time and GDP
growth (Estelami et al., 2001).
Relationship between price and
perceived value
Customers are always cost
concern. They want such an exchange
where benefits exceed the outlays
(monetary and nonmonetary costs).
Reduction of outlays related with
purchasing process, is one the way to
enhance perceived value (Chen and
Hu, 2010). Customer value is a function
of quality and price. It provides a
competitive advantage when firms take
cost-cutting
imitative
to
ensure
customer value (Spiteri and Dion,
2004). Real price competitiveness is an
important determinant of customer
value. Price satisfaction increases the
value perception and there is a direct
relationship between price and value
(Ralston, 2003). Perceived value is
influenced by price factors and non
price factors. Monetary price includes
advertised
sale
price,
advertise
reference price, shipment and handling
charges. Whereas, searching costs,
product or service evaluation, time effort
etc. are included in nonmonetary price
(Grewal et al., 2003). Monterey value is
the part of value perception of
customers. To capture market share,
Chinese mobile phone operators
provide competitive pricing strategies
such as free offer and low charges. If
Management&Marketing, volume X, issue 1/2012
customers feel these offers are
reasonable and acceptable, they
perceive these offers as monetary value
under their value perception (Deng et
al., 2010). Customers may be highly
price-conscious or less price-conscious.
Highly
price-conscious
customers
response quickly with price changes
than that of less price-conscious
customers, and price is a significant
predictor of their value perception as
well as repeat purchase behavior
(Hidalgo et al., 2008). Price has an
impact on customer buying behavior
and value perception. Price needs
special consideration to assess value
perception
of
customers,
not
generalized along with other factors
(Lockyer, 2005). Therefore, we propose:
H3: Fair price has positive
influences on perceived value in mobile
phone services.
Relationship between price and
customer satisfaction
Customers’ perception about price
is that the forces of supply and demand
determine the market price and they
also consider that price is a pointer of
product or service quality. Customer
satisfaction is affected by the price
awareness (Varki and Colgate, 2001;
Iyer and Evanschitzky, 2006). Price
level, value for money and special offers
may result in both satisfaction and
dissatisfaction and price fairness, price
perceptibility and price processibility
may result in dissatisfaction for
customers (Zielke, 2008). In addition to
the various levels of product price, a
mixture of price awareness dimensions
have potentiality to intimidate the
customers’ satisfaction (Diller, 2000;
Matzler and Pramhas, 2004; Matzler et
al., 2006). Perceptions of customers
about price fairness have been major
concern due to huge interest of mass
people (Xia et al., 2004, Martin et al.,
2009). When the price of a product or
service is increased or decreased there
is an instant response from the side of
25
the customers in general. If the
reasons for increase in price are
indefensible then it can be treated as
unfair by the customers (Xia et al.,
2004; Campbell, 1999). The reason for
an increase in price is reasonable if it is
related to the factors external to the firm
such as increase in supplier’s price. On
the other hand, reasons are inexcusable
when the factors are internal to the firm
such as increase in profit margin
(Vaidyanathan and Aggarwal, 2003).
Customers can be attracted to a retail
store by using price and special
promotions (Grewal, et al., 1998). Thus,
we posit:
H4: Fair price has positive
influences on customer satisfaction in
mobile phone services.
Relationship between perceived
value and customer satisfaction
Value judgments of customers
have influence on satisfaction, and
perceived value is considered as a
powerful
measure
of
customer
satisfaction
and
post-purchase
intentions.
Recently
marketing
managers and researchers are focusing
more on value judgments of customers.
Transactional satisfaction and overall
satisfaction are two types of customer
satisfaction. Transactional satisfaction is
related with particular buying judgment,
whereas, overall satisfaction is related
with overall experience and value
judgment (Spiteri and Dion, 2004).
Customer satisfaction is positively
influenced by perceived value. The
extent of satisfaction depends on extent
of perceived value and higher level of
perceived value lead to higher level of
customer satisfaction (Kuo et al., 2009;
Turel and Serenko, 2006). Customer
satisfaction tends to positive post
purchase behavior, thus, satisfaction
playas a mediating role in the
relationship of perceived value and
behavioral intentions (Lin and Wang,
2006). Among the determinants of
satisfaction perceived value is the
26
Management&Marketing, volume X, issue 1/2012
important one (Chen and Chen, 2010)
and perceived value plays mediating
role between service or product quality
and customer satisfaction (Chen and
Tsai, 2008). To achieve competitive
advantages over the rivals firms try to
satisfy customers, perceived value is
considered as a crucial predictor of
overall customer satisfaction. These
value judgments of customers connect
with customer post purchase behavior
as desire to repurchase and word of
mouth (Lee et al., 2007). Service quality
and fair price both have significant,
direct effects on perceived value. Then,
perceived value influences on customer
satisfaction that lead to positive
behavioral intentions i.e. customer
loyalty (Lai et al., 2009). Several
research works (Kuo et al., 2009; Lai et
al., 2009; Lin and Wang, 2006; Turel
and Serenko, 2006) have been
conducted on mobile phone voice
services and value added services
regarding customer satisfaction, and
found a positive association between
perceived
value
and
customer
satisfaction. Therefore, the following
hypothesis is proposed.
H5: Perceived value has positive
influences on customer satisfaction in
mobile phone services.
Service
Quality
H2
H1
Perceived
Value
H5
Customer
Satisfaction
H5
H3
Price
Price
H4
Figure 1. Hypothesized research model
Research methodology
Questionnaire design
The questionnaire was designed
according to the existing literatures and
experts’ opinions. We have reviewed
management,
marketing
(service
marketing, relationship marketing, brand
management etc.), and operations
management literatures. Some items
were directly adopted from previous
survey instrument to operationalize the
constructs in this study. Few new items
also included in different constructs to
get good response from data collection
through survey. The questionnaire has
two parts. The first part was intended to
understand the personal information of
respondents using nominal scale. The
second part consists the perceptions of
respondents regarding the constructs of
the model. All constructs were
measured using multiple items by a
seven point Likert-type scale (1=
strongly disagree, 2= disagree, 3=
moderately disagree, 4= neutral, 5=
moderately agree, 6= agree, and 7=
strongly agree).
The Sample
The study was conducted in
Bangladesh – a country of high growing
telecommunication services in Asia.
Total
433
questionnaires
were
distributed to the general people who
were the target respondents of this
study. And 382 responses were
received, of which 373 were complete
and usable (response rate is 88
Management&Marketing, volume X, issue 1/2012
percent, whereas, effective response
rate is approximately 98 percent). Sixtytwo percent (62 percent) respondents
were men and 38 percent were women.
60 percent respondents were up to
thirty years, 15 percent were thirty-one
to forty years, 16 percent were forty-one
to fifty years, and 9 percent were above
fifty years old. 22 percent respondents
were involved in government service, 21
percent were in private service, 18
percent were in business, 16 percent
were housewife, and 23 percent were
student respondents. 35 percent
respondents completed up to college
level education, 40 percent completed
27
graduation,
and
21
percent
completed
post-graduation.
The
summary statistics of the survey are
shown in Table 1. In order to control
common method biases, it was assured
to respondents that there was no right
or wrong answers and they should
provide answer as honestly as possible
and no information will be shared with
other person or organization. It has
been also assured that the respondents’
identity will not be disclosed i.e. as like
answers to be anonymous and the
information of this survey will be used
for researchers’ academic purpose.
Table 1
Summary statistics of questionnaire survey
Constructs
No. of
Mean
SD
Sources of scale
items
Service quality
6
5.992
0.857
Chae et al., 2002; Wouters,
2004; Yang et al., 2005
Price
4
5.550
1.092
Kim and Lee, 2010; Zielke,
2008
Perceived value
3
4.782
1.203
Chen and Tsai, 2008;
Cronin et. al., 2000;
Hutchinson et al., 2009; Lai
et al., 2009
Customer
6
5.090
1.409
Chae et al., 2002; Lin and
satisfaction
wang, 2006; Olorunniwo et
al., 2006
SD = standard deviation
Analyses and Results
Structural
equation
modeling
(SEM) was employed in this study to
test proposed model and hypotheses
and used AMOS 17.0 as the analysis
instrument. For parameter estimation,
maximum likelihood method was
adopted. Measurement model and
structural model test were used to test
fitness of the model. The exploratory
factor analysis (EFA) was performed to
understand underlying relationship of
factors and data reduction purpose. To
determine whether the data were
appropriate for factor analysis, a Bartlett
sphericity test was performed. A KMO
(Kaiser–Meyer-Olkin) value of 0.868
and significance level of .000 were
obtained using Bartlett’s sphericity test,
which suggests that the inter-correlation
matrix contains sufficient common
variance to make factor analysis
worthwhile. For EFA, the Principal
Component Analysis (PCA), with
varimax rotation and eigenvalue greater
than 1 was used. As a conservative
heuristic, a cut-off point as 0.50
(suppress absolute value less than
0.50) was imposed in factor analysis
that enhance the total reliability of the
questionnaire. We restricted the number
of factors to four as the theoretical
background of this study has total four
underlying factors. As suggested by the
results of EFA one item (v6) was
removed. Table-2 shows the rotated
28
Management&Marketing, volume X, issue 1/2012
factor loadings and their respective
eigenvalue and cronbach alpha values.
It is notable that all calculated alpha
values are above the widely recognized
rule of thumb of 0.70 (Nunnally, 1978),
that expresses a good internal
consistency among items within each
construct.
Table 2
No.
Sq1
Sq2
Sq3
Sq4
Sq5
Pr1
Pr2
Pr3
Pr4
Pv1
Pv2
Pv3
Cs1
Cs2
Cs3
Cs4
Cs5
Cs6
Eigenvalue
Varience
explained (%)
Cronbach
alpha
Service
quality
0.868
0.882
0.816
0.770
0.742
Result of factor analysis
Price
Perceived
value
Customer
satisfaction
0.758
0.775
0.863
0.841
0.874
0.868
0.852
6.770
35.630
3.405
17.922
2.091
11.003
0.910
0.933
0.932
0.894
0.921
0.739
1.707
8.982
0.887
0.852
0.919
0.957
Overall cronbach alpha is 0.899.
Measurement model
Confirmatory factor analysis (CFA)
was conducted to have a more rigorous
interpretation of customer satisfaction.
The CFA model or Measurement model
was employed to identify and determine
the relationships of variables within the
model. To evaluate the goodness-of-fit
of model several measures of indices
are used as suggested by Hair et al.
(1998), Iacobucci (2010), Schumacker
(1992): Chi-square/degrees of freedom
(χ√/df) ratio, root mean-square error of
approximation (RMSEA), goodness of fit
index
(GFI),
normed
fit
index
(NFI),comparative fit index (CFI),
incremental fit index (IFI). As Table-3
shows χ√/df = 2.235, RMSEA = 0.058,
GFI = 0.935, NFI = 0.957, CFI = 0.976,
and IFI = 0.976. All measures fulfill the
suggested values. Therefore, CFA
model can be said as a good fit model.
Management&Marketing, volume X, issue 1/2012
29
Table 3
Goodness of fit statistics for measurement model and structural model
Suggested
Measurement
Structural
values
model values
model values
χ√/df
<3
2.235
2.285
RMSEA
<0.06
0.058
0.059
GFI
>0.90
0.935
0.936
NFI
>0.90
0.957
0.958
CFI
>0.90
0.976
0.976
IFI
>0.90
0.976
0.976
After achieving the well fit indices,
the measurement model was further
assessed for reliability and validity. The
amount of variance in an item because
of underlying construct is indicated by
item reliability. Standardized loading
greater than 0.70 demonstrate item
reliability but standardized loadings ≥
0.50 are also acceptable (Chin, 1998;
Hair et al., 1998). For construct
reliability, value ≥ 0.70 is required that
intends to the degree to which an
observed variable reveals an underlying
factor. Table-4 presents the item
reliability and construct reliability results.
Standardized loadings ranged from
0.565 to 0.949 indicating good item
reliability. All values of construct
reliability were above the threshold
value (i.e. 0.70) indicating high level of
reliability for all the constructs.
Table 4
Constructs
variables
and
Measurement model results
Standardized t-statistics Construct
loadings
reliability
(CR)
Service quality
Sq1
0.861
Sq2
0.868
Sq3
0.742
Sq4
0.698
Sq5
0.706
Price
Pr1
0.775
Pr2
0.940
Pr3
0.687
Pr4
0.565
Perceived value
Pv1
0.882
Pv2
0.949
Pv3
0.841
Customer satisfaction
Cs1
0.902
Cs2
0.941
Cs3
0.941
Cs4
0.870
Cs5
0.885
Cs6
0.730
**Indicates significance at p< 0.01 level.
Average
variance
extracte
d (AVE)
18.705**
19.018**
15.800**
14.424**
14.721**
0.88
0.61
10.991**
13.232**
11.013**
9.452**
0.84
0.57
21.265**
24.034**
19.878**
0.92
0.80
22.164**
23.036**
23.966**
21.079**
21.602**
16.321**
0.95
0.78
30
Management&Marketing, volume X, issue 1/2012
CR= (∑ Standardized loadings) √ ⁄ [(∑ Standardized loadings) √ + ∑ (measurement
indicator error)]
AVE = ∑ (Standardized loadings√) ⁄ [∑ (Standardized loadings√) + ∑ (measurement indicator
error)]
After being assured that a scale
instrument provides necessary levels of
reliability, this study stepped to scale
validity.
Under
construct
validity
convergent validity and discriminant
validity were tested in this study. The
degree to which dimensional measures
of the same concept are correlated is
assessed by convergent validity. To
assess convergent validity average
variance extracted (AVE) is used
(Fornell and Larcker, 1981; Hair et al.,
1998).
Representation
of
latent
constructs by items is truly denoted as
higher as the average variance
extracted is higher. For latent construct
the average variance extracted (AVE)
should be more than 0.50 (Hair et al.,
1998). Table-4 shows the average
variance extracted (AVE) values for
constructs ranged from 0.61 to 0.80
exceeded the threshold value 0.50,
supportive evidence for convergent
validity. Moreover, in a CFA setting, tstatistics related to factor loadings is
assessed to measure convergent
validity (Rao and Troshani, 2007). All
items offer good measures to their
respective latent construct because of
all t-statistics values are statistically
significant at 0.01 level and confirmed
convergent validity of the constructs.
Average variance extracted (AVE) is
also used to assess discriminant validity
(Fornell and Larcker, 1981). The role of
thumb is that the average variance
extracted (AVE) values should be
greater than corresponding squired
inter-construct correlation estimates
(SIC) in the model. Table-5 shows the
average variance extracted (AVE)
estimates in the diagonal values and
corresponding squired inter-construct
correlation estimates (SIC) values,
supportive evidence for discriminant
validity. For example, (Table-5) average
variance extracted (AVE) estimate for
price was 0.57 and corresponding
squired
inter-construct
correlation
estimates (SIC) values were 0.09, and
0.06 for perceived value and customer
satisfaction respectively, an indication of
discriminant validity.
Table 5
Service quality
Price
Squared correlations between constructs
Service
Price
Perceived
quality
value
0.61*
0.11
0.57*
0.12
0.09
Perceived
0.80*
value
0.04
0.06
0.20
Customer
satisfaction
*Diagonal elements are average variance extracted (AVE)
Structural model
Table-3 shows the common
model-fit indices, recommended values
and results of the test of structural
model fitness. As shown in Table-3,
comparison of all fit indices with their
corresponding recommended values
Customer
satisfaction
0.78*
(Hair et al., 1998; Iacobucci, 2010;
Schumacker, 1992) the evidence of a
good model fit was revealed. Given the
good fit of the model, the estimated path
coefficients of the structural model were
then examined to evaluate the
hypotheses.
Management&Marketing, volume X, issue 1/2012
31
Table 6
Casual path
Path analysis of structural model
Hypotheses Path
coefficient
perceived H1
0.231**
tstatistics
4.387
Results
Service quality
Supported
value
Service quality
H2
0.016
0.303
Not
customer satisfaction
supported
Price
perceived value
H3
0.119*
2.055
Supported
Price
customer satisfaction H4
0.136*
2.315
Perceived value
H5
0.385**
7.024
Supported
customer satisfaction
**indicates significance at p< 0.01 level; *indicates significance at p< 0.05 level
Table-6 depicted the empirical
results of structural model by path
analysis. The path coefficients along
with hypotheses and t-values of the
latent constructs are visualized in
Figure-2, where hypotheses were drawn
in the solid lines. The empirical results
support all hypotheses (i.e., H1, H3, H4
and H5) except one hypothesis (H2).
The empirical results did not find any
significant positive relationship between
service
quality
and
customer
satisfaction. It is notable that the indirect
effect of service quality on customer
satisfaction is so significant as to play
down the direct effect of service quality
on customer satisfaction. This is
perhaps caused by data co-linearity
and/or model misspecification. On the
other hand, price has significant direct
and indirect effect on customer
satisfaction.
Service
Quality
H2 0.016 (0.303)
H1 0.231**
(4.387)
Price
H3 0.119*
(2.055)
Perceived
Value
Price
H5 0.385**
(7.024)
Customer
Satisfaction
H4 0.136* (2.315)
**p<0.01, *p<0.05
Value within the parenthesis is t-value
Figure 2. Outcome of hypothesized structural model
Conclusions and
implications
Though mobile phone services is
one of the fast growing service sectors
in Bangladesh, researches do not
provide a clear idea of measurement of
customer satisfaction including special
concentration on service quality, service
32
Management&Marketing, volume X, issue 1/2012
charge/price , and perceived value all
together. This study sheds light on
possible influence of service quality,
price fairness, and perceived value on
customer satisfaction in mobile phone
services industry. This study contributes
in
the
branch
of
service
marketing/consumer behavior in terms
of theory development and managerial
implications especially in mobile phone
operations industry in a developing
country like Bangladesh.
Our empirical results show that
both service quality and fair price
positively influenced value perception of
customers of mobile phone service
operators. Consequently, perceived
value
also
positively
influenced
customer satisfaction. Hence, perceived
value performed mediating role between
service quality, fair price, and customer
satisfaction which is similar to the other
studies (Kuo et al., 2009; Lai et al.,
2009 Turel and Serenko, 2006).
Furthermore, fair price has direct impact
on customer satisfaction. This result is
consistent with findings of other
scholars (Diller, 2000; Iyer and
Evanschitzky, 2006; Varki and Colgate,
2001). On the other hand, empirical
results did not find any significant direct
impact of service quality on customer
satisfaction. It is important that most of
the previous studies emphasized on
service quality, and perceived values as
the motivating factors of customer
satisfaction, whereas, this study provide
equal importance to price fairness.
When service providers offer lower
prices ensuring same level of quality
they may get competitive advantages as
the
consequence
of
customer
satisfaction (Kim and Lee, 2010). Price
satisfaction is related with customer
satisfaction is a psychological reaction
of customer, resulting from the dealings
of cognitive and emotional processes.
On the other hand, perceived customer
satisfaction and fairness positively
influence business performance and are
dependent on the customer service
quality as well as the dealings
concerned to generate the outcomes
(Gomez et al., 2004; Ralston, 2003).
To the limited knowledge of the
authors, it is the first time that price
fairness is introduced separately in
basic customer satisfaction model. This
study shows fair price has a significant
direct impact on customer satisfaction
and an indirect influence on customer
satisfaction through perceived value.
Our empirical study confirms that price
fairness is a significant determinant of
customer satisfaction in the service
industries. Maintaining service quality, if
services providers reduce price or offer
competitive price, it ensure competitive
advantage.
The results of this study offer
some implications for mobile phone
operators or similar industry in
Bangladesh. The significant effects of
two exogenous variables imply that
research in customer satisfaction should
take into account not only factors such
as service quality and perceived value
but also other potentially important
factors, such as price fairness as well
as service charge fairness. In this study,
we extend the existing customer
satisfaction model by incorporating
three antecedents in the proposed
model,
presenting
a
more
comprehensive picture of customer
satisfaction
and
post-purchase
intentions. Therefore, theory building in
this area could benefit from examining
the issues from multiple perspectives to
provide additional insights. From a
managerial perspective, service quality,
and perceived value is an important
influencing
factor
on
customer
satisfaction. Firms should understand
the importance of quality assurance and
value of the service to customers.
Perceived value is influenced by price
and service quality. At the same time
they have positive direct influence on
customer satisfaction. Thus, the positive
effect of quality, low price, and
perceived value makes customers
satisfied. Managers should have
planning to ensure service quality,
Management&Marketing, volume X, issue 1/2012
competitive price, increased perceived
value of customers to achieve
competitive advantages over their rivals.
There are some limitations of the
study that could be addressed in future
research in this area. Due to the
exploratory nature of the study, only
three factors deemed the most
important in influencing satisfaction of
customer are included. In particular,
some constructs from the social and
cultural aspects could also be used to
33
survey customer satisfaction. Another
limitation is this study only focuses on
one sector (mobile phone operations).
Future study should utilize this
methodology for several industries in
mass service to confirm the model
identified for customer satisfaction.
Finally, further study should address the
customer satisfaction issues on other
typology of service such service factory,
service shop, and professional service.
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